Food is always one of the hardest cultural exchanges to sell: People very often don't like to eat stuff with which they're completely unfamiliar.

In Japan, for instance, you can get... wait for it... a Burger King burger that is literally just a burger:

[Burger King] is about to outdo its competitors yet again, this time with a limited-edition menu item we haven't seen any other fast food chain offer before. In fact, we had to do a double-take and check this wasn't a joke at first, because Burger King will be straight-up selling beef patties on their own for a limited time.

The new menu item is simply called "On the Beef."

It's hard to decide if this move is genius or just really really weird, or maybe both.

Be honest, though: You'd order it if it were at your local BK.

You're not gonna pass up a chance to try that char-broiled goodness on its own.